The content process - introduction

Before the Internet, content had no process.

Material for newspapers, magazines and advertising was commissioned and written on intuition, with the help of boozy lunches.

Not only did we not know which half of advertising worked, we had no idea which half of editorial worked. User research was confined to testing alcoholic drinks.

This is how it was. We were busy(ish) and we were happy.

But with the digital realm, and the user tracking that accompanies it, everything changed.

With the Web especially came detailed information about each reader, and from that evolved the beginnings of process and a sudden interest in user research.

I can't deny I miss the boozy lunches, but the change in working environment was worth it.

The possibilities were - and remain - fascinating. At last, we have a landscape where content can start to be justified, prioritised and monetized.

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